Grove Collaborative taps former Amazon exec as new chief marketer

Dive Brief:

Grove Collaborative has hired an Amazon veteran to lead its marketing initiatives, adding more experience to its leadership team. The sustainable DTC company named Jennie Perry its chief marketing officer on Wednesday.
Perry will be responsible for the company's marketing and brand strategy, as well as growth marketing, creative, communications and consumer insights, according to a press release. She will report directly to co-founder and CEO Stuart Landesberg.
Before joining Grove, Perry spent about nine years at Amazon, most recently as the chief marketing officer of Prime and Amazon North America, where she oversaw global marketing for Prime Day and Prime, as well as communications and media in the U.S., per the release.

Dive Insight:

After entering physical retail for the first time at Target, Grove Collaborative has tapped a seasoned marketing veteran to bring more brand awareness and drive consumer engagement.

Perry held a number of marketing roles throughout her career, including at Gap, where she was vice president of marketing and led Old Navy's marketing strategy, media, creative and e-commerce.

She also built Amazon's first marketing organization on the retail side of the organization. Perry was Amazon Fashion's chief marketing officer for over seven years, her LinkedIn page indicates.

"With her seasoned leadership in piloting successful marketing initiatives for renowned brands, Jennie will be a powerful force as we push to bring zero-plastic and sustainable products to families across America, and to connect with consumers in new ways as we grow," Landesberg said in a statement.

Jennie Perry joins Grove Collaborative from Amazon

Courtesy of Grove Collaborative

Hiring a marketing veteran from Amazon presents an opportunity for Grove to grow its presence among consumers with the help of an experienced executive that has worked in other high-growth e-commerce environments. Grove said in the release that Perry also "holds a passion for purpose-driven brands."

Though 2020 had been a turbulent year for many retailers, Grove Collaborative said it conducted a funding round in December, which closed at $125 million, due to strong sales throughout its product categories. In April, the company joined Target's collection of DTC brands sold in physical stores.

Lili Tomovich, Perry's predecessor, was hired as Grove's first CMO in August last year. Tomovich's LinkedIn page shows that her role ended in March 2021. Grove did not mention whether Tomovich left the company in the release.